BITES // 10.03.24 // FOOD BRANDS FUEL GEN Z
Every month, we collect six of the best web content pieces and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside in.
OVERVIEW -
Food brands capture Gen Z’s attention by blending fun, engaging content with a nostalgic twist. Through vibrant, playful marketing on platforms like TikTok and Instagram, they tap into the generation’s love for entertainment, often featuring viral challenges, memes, and influencer collaborations. At the same time, these brands evoke a sense of nostalgia by reviving retro flavors, iconic packaging, or childhood favorites, giving a modern spin to products that bring back fond memories. This combination of engagement and nostalgia creates an emotional connection, making food experiences both exciting and comfortingly familiar for Gen Z.
1. BURNER PHONES ENCOURAGE FANS TO CHEAT ON FLAMIN’ HOT CHEETOS
A custom flip phone from Hot Cheetos is helping raise awareness for Flamin’ Hot variants from other brands, including Doritos, Funyuns, and Lay’s. The campaign has an edgy concept, playing on pursuing an affair, but in this case, with chips. Complete with a burner phone for communicating with “sidechips,” a pun on “side chick,” the brand has partnered with Gabby Windey of “The Bachelor” and “The Bachelorette” to hawk the Flamin’ Hot Burner Phone for giveaways that will run on Instagram and FlaminHotUniversity.com through Nov. 30. Fans can take a Sidechip Quiz and browse dating profiles of different chips to try out. The flip phone has a custom design, a year of free cell service, and Cheetos’ Chester Cheetah on speed dial. As part of the integration, the mascot grants consumers a “hall pass” and will place a delivery for Flamin’ Hot products from other brands under Frito-Lay.
2. MRBEAST, LOGAN PAUL & KSI CREATE LUNCHABLES RIVAL
MrBeast, Logan Paul, and KSI are teaming up to launch Lunchly, a healthier grab-and-go lunch option. MrBeast already has a chocolate brand called Feastables, while Logan Paul has an energy drink called Prime. Each Lunchly box includes a Prime beverage and MrBeast chocolate, with options like Turkey Stack ‘Ems, Pizza, and Fiesta Nachos. They claim Lunchly is healthier than competitors, offering more electrolytes and less sugar. Logan Paul said, “ Our game has always been to not only provide high-quality products but also healthier alternatives, that’s why we’re entering the lunch grab-and-go market.” The launch comes as Lunchables, owned by Kraft Heinz, aims to enter school lunch programs.
3. PIZZA HUT TURNS TIKTOK CONTENT INTO REAL CURRENCY
Pizza Hut is turning TikTok content into real-world currency via a contest in the United Arab Emirates (UAE). The “Pay With Your Trend” promotion lets consumers create a video of themselves featuring a TikTok trend and after tagging Pizza Hut letting them order a My Box meal. Terms for entering the contest include tagging the brand (@PizzaHutUAE) and using the hashtag #YourTermsYourConditions on TikTok. Participants will get a promo code via direct message that can be redeemed for the meal. The effort follows several other novelty marketing plays from the Pizza Hut brand and signals how advertisers are embracing TikTok hype.
4. CHIPOTLE BRINGS MEMES TO LIFE
One of the great modern traditions of Halloween is social media users creating their unique costume ideas, featuring the iconic Spirit Halloween costume bag. Two years ago, Chipotle hopped on the viral trend and posted a fictional "Chipotle Fork" bodysuit. The brand followed up with a "Chipotle Napkin" costume concept that resulted in over 700,000 fan engagements. Now, Chipotle and Spirit Halloween are teaming up to reawaken these two memorable memes and bring them to life along with three entirely new looks for Halloween. There are five costumes to choose from: Chipotle Fork, Chipotle Napkin, Chipotle Water Cup, Chipotle Burrito, and Chipotle To-Go Bag. The collection will be available exclusively on www.spirithalloween.com and at select Spirit Halloween retail locations in Chicago, Denver, Egg Harbor Township, N.J., Los Angeles, and New York.
5. TACO BELL EXPORTS ENCORE HOURS OVERSEAS
International growth has been a priority for Taco Bell as it seeks to hit $20 billion in annual revenue. Taco Bell now has 1,000 locations across 31 countries outside the U.S. and is exporting its Feed The Beat activation overseas. The long-running program supports touring musicians by providing gift cards and often can lead to song placements in the chain’s ads. Feed The Beat in the U.S. featured up-and-coming punk acts like Turnstile and Militarie Gun. For the UK launch, they tapped into hardcore-adjacent act High Vis for an ad. In addition, Taco Bell UK kicked off Encore Hours, keeping select restaurants open late so that music fans don’t have to choose between listening to artists’ encores and getting food at restaurants that close as early as 10 p.m. The first Encore Hours happened in London from Aug. 15-20 at Taco Bell Wembley High Road. The first 50 guests received limited edition t-shirts, and the first 500 customers could earn a free Crunchy Taco with their order. The activation will continue throughout London and in Brighton into December.
6. GENERAL MILLS TEAMS UP WITH KELCE BROTHERS
General Mills has recruited Travis and Jason Kelce as co-creators of a new cereal, dubbed the Kelce Mix, that is being promoted as a multi-part content series. The Kelce Mix combines the brothers’ favorite General Mills cereals, Cinnamon Toast Crunch, Lucky Charms, and Reese’s Puffs, in one box. For the launch the brothers attended “Cereal Training Camp.” Additionally, limited-edition Kelces’ Pick collectible boxes will be available for cereals including Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms, and Reese’s Puffs. The content will be featured in both TV and online ads, they also have a designated microsite for the campaign. The partnership from General Mills follows several other buzzy marketing plays aiming to reach a wider audience. Lucky Charms celebrated the return of its limited-edition Magic Gems cereal with the launch of a free augmented reality game called “Journey to the Magic Gems.” And, Reese’s Puffs shared its vision for the future of breakfast with its first experiment in the metaverse along with a high-end fashion collaboration.
TAKEAWAY-
The takeaway for food brands targeting Gen Z is clear: fun, engaging content combined with a dash of nostalgia is a winning recipe. By leveraging platforms like TikTok and Instagram, brands can create playful, interactive experiences that resonate with Gen Z’s desire for entertainment and authenticity. Bringing back retro flavors, vintage packaging, or reimagining childhood favorites taps into their sense of nostalgia, forging an emotional connection. This approach not only draws in younger consumers but keeps them engaged, as it marries the excitement of fresh, creative content with the comfort of familiar, beloved memories.